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Hello OnStar, meet Watson

IBM and GM introduce cognitive mobility platform


November 8, 2016
Purchasing B2B

 

DETROIT and LAS VEGAS—General Motors and IBM have partnered to bring OnStar and IBM Watson together to create OnStar Go, what GM calls the auto industry’s first cognitive mobility platform.

Starting in early 2017, OnStar will allow GM drivers to connect and interact with their favorite brands. The platform will deliver personalized content through the dashboard and other digital channels supported by the OnStar Go ecosystem to make the most of time spent in the car.

Combining OnStar’s vehicle connectivity and data capabilities with IBM Watson APIs will provide drivers and passengers with abilities that include avoiding traffic when low on fuel, then activating a fuel pump and paying from the dash; ordering a cup of coffee on the go; or getting news and in-vehicle entertainment tailored to personality and location in real time.

“By leveraging OnStar’s connectivity and combining it with the power of Watson, we’re looking to provide safer, simpler and better solutions to make our customers’ mobility experience more valuable and productive,” said Phil Abram, executive director, GM connected products and strategy.

The GM/IBM partnership will expand the existing OnStar AtYourService offers and deals platform by launching new capabilities supported by OnStar Go with IBM Watson. These capabilities will be available in more than two million 4G LTE connected vehicles and millions of GM vehicle brand app-enabled mobile devices in the U.S. by the end of 2017.

With the customer’s consent, GM said that Watson will learn the driver’s preferences, apply machine learning and sift through data to recognize patterns in their decisions and habits. This information will allow brand and marketing professionals working with IBM and OnStar to deliver individualized location-based interactions that impact their target audiences.

Companies in retail, fuel, hospitality, media and entertainment, restaurants and travel and transportation and more can use OnStar Go to build individualized mobile, in-vehicle experiences for a growing population of connected drivers that opt-in.

The new cognitive mobility platform enables brands to design Watson-enabled consumer experiences. ExxonMobil, Glympse, iHeartRadio, Mastercard and Parkopedia are the first brands to join the platform.